Kimberly-Clark calls new Cottonelle campaign its largest non-traditional marketing drive ever

DALLAS Kimberly-Clark Corp. on Monday announced it is launching the largest non-traditional marketing campaign in its history to help drive further growth for its Cottonelle brand.

The campaign, “Be Kind to Your Behind,” debuts this month and integrates experiential marketing, branded Web sites, Internet advertising, bus and train station ads, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising. In addition, the campaign will use the iconic Cottonelle puppy across all communications channels to embody the brand’s key benefits of soft, soothing comfort.

The campaign kicked off Monday in the United States and Canada and in March the company will roll out the Cottonelle Comfort Haven. The Haven features a puppy-themed bus that will travel to major metropolitan cities across North America with four themed comfort areas offering consumers access to massages, yoga and a sweepstakes promotion. Kimberly-Clark plans to launch the “Be Kind to Your Behind” campaign throughout Europe in the summer of 2008 under multiple brands, also using the iconic puppy.